A for Apple

An Apple a day keeps old age away, at least in the new world.

Last week was the second sweet moment for technology giant Apple. After years of careful branding and marketing, it topped the list of the world’s most valuable brands at $135 billion. It pipped three technology behemoths to the post — Google, IBM and Microsoft. It’s Microsoft’s second humiliating defeat in as many years because last year, Apple also surpassed it as the world’s most valuable stock. Apple’s rise from the dead chronicles one lesson for all companies in a complicated world — keep it simple.

As brand names go, how hard is it to remember apple? We all know those kindergarten lessons that teachers put first-timers through while learning English alphabets — A for Apple. It’s a primary association for those learning to read and write. The story goes that Steve Jobs, the co-founder of Apple along with Steve Wozniak, toyed with other names ranging from Executek and Matrix Electronics, but after 10 minutes of tossing them about settled for what’s now become the world’s most copyright-protected name. To top it all, the logo makes recall easy.

Apple’s ability to churn out products that do complicated tasks in a kaleidoscope of colours and simple forms that are sleek, modern, funky and elegant all at the same time, says it has the shape and colour for you. It doesn’t quite matter whether you are the punk on the street or the minimalist who loves black. Apple’s ability to churn out a me-better product every year would be a tough act to follow even at the world’s biggest candy store. It’s hard to guess what the next lollipop will taste like, you just have to shut your eyes and imagine it. It helps that Apple is also the world’s most secretive company, so it does a good job of keeping curiosity alive.

Then the technology. Apple has wiped out technology-phobia in the granny whose eyes roll wide when she hears the word computer. Give her an iPad and watch her fingers do the work. Plenty of parents around the world will vouch that their five-year-old knows more about the iPad than they do. It’s like going through an idiot’s guide to the PC. The slim, no-wires, tablet shape poses no threat, and it is no different from the touch-screen on the ATM machine, except it’s truly mobile, slim, fun and hip to have, even if you are a stodgy bond market geek.

Now the functionality. In a world driven by a no-time, on-the-go culture, all three recent products — the iPod, the iPhone and the iPad speak to a rushing generation. It tells consumers they can compress a variety of experiences into one device instead of several and keep it straight and simple.

Finally the marketing. An Apple store closely mirrors a Hamleys toy store. One can spot a shop-front from a mile. The store assistants will leave you alone as you browse and discover the delights of the latest toy. By the time you’ve spent 30 minutes doing that, you really want it as much as you wanted that Barbie as a child.

In all this, it’s apparent that Apple’s transformation from dud to icon was backed by millions in product development, marketing and a hefty advertising budget. At the heart of its transformation is the idea that while people are complicated creatures, they like their experiences to be fun and simple. Apple’s appeal, backed by head-spinning technology, speaks to the child in many — a market segment that unfailing succeeds. The trick is to make sure it never grows up.

Anjana Menon is executive editor, NDTV Profit. The views expressed here are personal